Here we have another guest blog post written by Elliot Pottinger, this time he is examining Lucozade sports branding and advertising. This is just part 1 though, part 2 is a lot spicier. Enjoy!
Sports drinks are widely available, relatively cheap and they have a big target market, with people aged 16-25 the top consumers. Industry reports reveal 650 million litres are consumed each year worldwide and brands such as Lucozade, PowerAde and Gatorade have gained huge traction in international markets.
Aldi, the low-cost supermarket chain that are starting to worry the big four, just knows how to do an advert!
There ‘Like Brands’ adverts in particular, are resonating with all consumers as they offer everyday solutions to money-saving problems. Two adverts in particular, the champagne model and the tea drinking pensioner, are so simple and have no frills, but are so cleverly worded and acted that they make people laugh time and time again! There most recent advert continues this trend and with specific relevance to the World Cup, is again a stroke of genius.
Graham Taylor, England’s 1990-1993 football manager has been drafted in to form a World Cup link and it works perfectly! In a strange combination of cider and “Graham Norton’s red chair”, Graham is seemingly thrown backwards on his chair and covered in his cider! The scene is so unexpected that it leaves you once again laughing at Aldis no frills advertisement!
Now the World Cup has started and new football related adverts are appearing daily, I believe this short clip shines a light on an increasingly stereotypical, football advertisement trend.
Theres something about the world cup that is so enchanting, it doesn’t matter what nation you are in or are from, you just can’t help but get excited about it! This excitement is only enhanced by numerous world cup related adverts that are shown prior to the start of the tournament, none more so than Nike’s latest stroke of genius.
The ‘Risk Everything’ campaign features a host of Nike’s sponsored football players including Ronaldo, Rooney, Neymar and Ibrahimovich, and their latest ‘Last Game’ advert has digitally remastered all its footballers and turned them into cartoons. Each character maintains there main features and characteristics, and pits them against a team of perfect Robot clones. Inevitably the originals beat the cloned players, and it is the notion of everyone being different, and offering something completely different, that really emphasises why the World Cup is so great!
No two players are the same! No two countries or teams play the same way! And no two managers get the tactics right 100% of the time, but that is what the world cup is about! The world cup advocates individuality and encourages global differentiation, which is truly unique to large sporting occasions. Nike have captured this notion perfectly, and through some clever CGI have created a truly wonderful advertisement which will resonate with football fans worldwide.
Video :
James
One thing I do find a bit strange, is that out of all the footballing goalkeepers in the world, why have Nike only got Tim Howard (Manchester United’s Cast off) as there sponsored Goal Keeper? Even worse is the fact that Ribery and Ibrahimovich could be joined by Ronaldo whilst they watch the World Cup from the comforts of their own homes. If Ronaldo doesn’t recover in time for the tournament, three of Nikes biggest stars wont even be at the world cup, and that is really devastating!
Tick Marketing 